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What is Marketing?

Marketing is the process of interestingpotential customers and clients in your productsand/or services.

The key word in this marketing definition is"process"; marketing involves researching,promoting, selling, and distributing your products orservices.

There are two ways of Marketing

Traditional marketing. Digital marketing.

Promote Product, Service or Business Online through Digital Channels Laptops, Mobiles, Tabs etc.

Reach out to maximum people

Targeted or client specific Marketing

Versatile(can make changes in the advertisings)

Immediate Communication

Methods of Digital Marketing is Less expensive

Promote Product, Service or Businessoffline through Banners, Newspapers,Advertisements on TV & radios, Pamphlets,Hoardings etc.

Limited Audience

Global Marketing

Non-versatile(cannot be altered afterpublishing)

Delayed Communication

Traditional Marketing methods areexpensive.

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Intro to Digital Marketing• “Digital marketing is promoting products orbrands via one or more forms of electronicmedia.”

• Electronic Media like…..

Personal Computer

Laptop

Mobile

Tabs etc.

• Digital Marketing also known as

Internet marketing

online marketing

E-marketing.

Scope of Digital MarketingDigital Marketing industry is booming not just inIndia but all parts of the world.

The year 2016 took the industry by surprise withover 1.5 lakh job opportunities in the DigitalMarketing domain.

Well, the following was a bigger surprise whenonly the first quarter of 2017 marked for 8 lakhjob opportunities.

The surveys conducted by several forums havepredicted this number to grow with Digitalisationin the nation. Our Prime Minister has beenactively promoting the idea of Digital India.

MODULES OF DIGITAL

MARKETING

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1 Concept of Marketing

Nowadays due to digitalization, Methods of Marketing has been also Changed from Traditional marketing to Digital Marketing. DigitalMarketing is one of the most booming career, due to its many features like Cost effectiveness, building brand, saving time and manymore.

Contents: ▲ What is marketing?▲ What is Digital Marketing?▲ Understanding the Process of Marketing▲ How Digital Marketing Wins Over Traditional Marketing?▲ Understanding the Process of Digital Marketing.

▪ About Increasing Visibility.▪ What is Visibility?▪ Visibility Types.▪ Visibility with Examples.

▪ About Visitors Engagement.▪ What is Engagement?▪ The importance of Engagement.▪ Engagement with Examples.

▪ About Bringing Targeted Traffic.▪ Inbound.▪ Outbound.

▪ About Conversion Leads.▪ Conversion Types.▪ Understanding the Process of Conversion.

▪ About Retention.

▪ The importance of Retention.

Contents:

▲ Introduction to Keywords.▲ Types of Keywords.▲ Benefits of Keywords▲ How to use conversable keyword▲ Introduction to Google Keyword Planner Tool.▲ Use of Google Operators:▲ How to start with Keyword Planning Process?

Keyword Research & Planning

Keywords are one of the most critical and important parts of an SEO strategy. Most organisations spend extravagantly onkeyword research to generate targeted content, as the success of a website - including traffic and revenue optimisation –primarily depends on the popularity of the keywords one chooses.

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Sear

ch V

olu

me

No of Words in a Phrase

How Keywords Differs?

Broad Short Tail Long Tail

3 Search Engine Optimization(SEO)

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or“natural” search results on search engines.

The factors of SEO can be divided into two categories, which determine the ranking of your website together:1. ON PAGE optimization2. OFF PAGE Optimization

Contents:

▲ Basics of SEO▲ What is SERP?▲ What are Search Engines?▲ How do they Work?▲ On-Page Optimization.

▪ What are Primary, Secondary and Tertiary Keywords?▪ How to Optimize Them?▪ Understand Your Audience and Write.▪ What is Keyword Stuffing?▪ Internal Linking.▪ How to Create Meta Tags?▪ Verify Website Using Google Webmaster Tool.▪ SiteMap Creation and Submission.▪ The concept of Heading Tags.▪ Image Optimization Process.▪ URL Optimization.▪ Difference Between 301,302 and Not Found.▪ What is Robots File and It’s Creation?

▪ Use of Bold, Italic and Underline.

▲ Off-Page Optimization▪ Introduction to Page Rank.▪ What is Page Authority?▪ What is Domain Authority?▪ What is Link Juice?▪ What are Backlinks?▪ Dofollow Backlinks.▪ Nofollow Backlinks.▪ What is Link Popularity?▪ Directory Submissions.▪ Content marketing Importance.▪ Blog Submission.▪ Blog Commenting.▪ Article Submission.▪ Forum Submission.▪ Press Release Submission.▪ Competitors Link Analysis.

▲ SEO Tools▲ Google Algorithms▲ SEO Reporting

▲ Local Listing( SEO)

WordPress4

Contents:

▲ Key Wordpress Concepts▲ Installation of wordpress▲ Wordpress login▲ How to post on Wordpress▲ Adding links in wordpress▲ Adding images▲ Wordpress categories and Tags▲ Wordpress Plugins ▲ How Install Plugins

▲ How Install Wordpress Theme

WordPress is open source software you can use to create a beautiful website or blog. It just may be the easiest and mostflexible blogging and website content management system (CMS) for beginners.

WordPress is actually a highly flexible content management system (CMS) that enables you to build and manage yourown website using just your web browser. Best of all, it’s completely FREE.

PPC ( Pay Per Click)5PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Contents:

Google Adwords(Overview)▲ Understanding Search Results.▲ Introduction to Google Adwords.▲ Overview to Bing Ads.

Detailed Account Overview▲ Campaigns▲ Adgroups.▲ Ads.▲ Keywords etc.

Types of Advertising Campaign▲ Search Networks.▲ Display Networks.▲ Shopping Ads.▲ Video Ads.▲ Universal App.Understanding - Google Adwords Algorithm.▲ How does Google Ranks Ads in Auction?▲ What is Quality Score?▲ The Importance of Quality Score.

▲ What is CTR?▲ The importance of CTR.▲ Understand Bids.

Creation of Your First Search Campaign.▲ Types of Search Campaigns

▪ The difference between Standard and All Features.▲ Campaign Level Setting.▲ Use of Existing Campaigns.Target Your Location.▲ Location Settings.▲ Types of Location Targeting.Understand All Types of Bids Strategies.▲ Manual▲ Auto▲ Advanced Strategies.▲ Understanding Ad Extensions.▲ Types of Ad Extensions.▲ Setting Up Your 1st Ad Extension.▲ What are Flexible Bid Strategies?▲ Understand the Use of it.▲ Creating AdGroups.▲ Download Adgroups Using Tools.

Different Types of Targeting.▲ Demographic.▲ Interest and Remarketing.▲ Other Types.

▪ Keyword based.▪ Topic-based.▪ Placement based.

▲ Finding Relevant Websites for Ads.▲ Creating Text Ads.▲ Creating Image / Banner Ads.▲ Uploading Banner Ads▲ Creating Ads From Ad Gallery.

The concept of Re-marketing.▲ What is Remarketing?▲ Setting Up Remarketing Campaign.▲ Creating Remarketing List.

Creating Video Campaign▲ Understand Video Marketing.▲ Creating Your 1st Video Campaign.▲ Types of Ads

▪ In Display Ads.▪ Skippable Ads▪ Non Skip Ads

▪ In-Stream Ads.▪ Search Ads▪ Related Ads▪ Hover Ads▪ Partners Websites.

▪ Creating Both Ads.

▪ Choose Different Targeting Methods.

All About Keywords.▲ Finding Relevant Keywords.▲ How to Ads them in your Adgroup.Different Types.▲ Broad Match▲ Phrase Match▲ Exact Match▲ Modifiers keywords.▲ Creating Ads.

Tracking Performance and Conversions▲ What is Conversion?▲ It’s Importance.▲ Setting up Conversion Tracking.▲ Use the Code to Activate.▲ Analyze the Performance.

Optimize Search Campaigns▲ How to increase Quality Score.▲ How to Increase CTR.▲ Use of Negative Keywords for Optimization.▲ Evaluation

Creating Display Campaign▲ Types of Display Campaigns.▲ Creating First Display Campaign.▲ Making Campaign Level Settings.▲ How Display Campaign is Differ than Search Campaigns.▲ What is CPM?▲ Advanced Settings.▲ The importance of Ad-Scheduling.▲ Ad-delivery Options.

▲ Creating multiple Adgroups.

6 Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, andconsistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Contents:

▲ Introduction▲ Objective of Content marketing▲ Understanding Keyword Research▲ Optimize Content for Search Engines▲ Promoting Content to Increase Traffic,

Engagement, and Sales.

7 Google Analytics

Contents:

▲ Introduction to Google Analytics▲ Understanding Interface. ▲ How does Google Analytics Work?▲ Setting up Your Account.▲ Activate Analytics Using Code.▲ Analyze Real-Time Traffic.▲ Creating Your Dashboard.▲ Creating Shortcuts.▲ How to Compare Website Performance.Analyze Your Audience.

▪ Understand what Sessions are.▪ Understand what Users are.▪ Understand Bounce Rate▪ Understand New Sessions.

▲ Know where they are coming from.▲ Understand what they are doing on Your Website.Setup Goals.

▪ Different Types of Goals.▲ How to Setup Funnel in Goals.▲ The importance of Funnel.▲ Integrating AdWords in Analytics Account.▲ Understanding Filters.

▲ Creating Reports.

Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic.

8 Social Media Optimization(SMO)

Social media optimization (SMO) is the process of increasing the publicity and awareness of a product, brand or event with the help of social networking sites: Facebook, twitter, LinkedIn, Pinterest, Tumblr.

Contents:

▲ What is Social media Optimization?▲ Benefits of SMO▲ Key Concepts of SMO▲ Techniques of SMO▲ Different Social Media Platforms

Facebook Marketing▲ Understanding FB Marketing.▲ Creating FB Page.▲ Starting with Practical Sessions.

Youtube Marketing▲ Understanding Youtube Marketing.▲ Creating Video Marketing.▲ Starting with Practical Sessions.

Linkedin MarketingTwitter Marketing

Instagram Marketing

Social Media Marketing(SMM)

Social media marketing is a long-term process, where we concentrate on posting updates, social media campaigns, socialmedia customer services, and branding activities.

9Contents:

▲ What is Social media marketing?▲ How is it Different than other forms of marketing?▲ Different social media Platforms.

Facebook Marketing▲ Understanding FB Marketing.▲ Creating FB Page.▲ Starting with Practical Sessions.▲ Learn to Grab Different Objective.

▪ Increasing Fans on fan Page.▪ Increasing Reach of any Post.▪ Fan Engagement.▪ Lead Generation.▪ Conversion

▲ How to Set up Conversion Tracking.

Twitter Marketing ▲ Twitter Overview.▲ Advertising on Twitter.

▲ Creating Your 1st Twitter Campaign.

10 Email Marketing

Basically the use of email to promote products and/or services. But a better email marketing definition is the use ofemail to develop relationships with potential customers and/or clients.

Contents:

▲ What is Email Marketing?▲ How does Email work?▲ Types of Email Marketing.

▪ Opt-in▪ Bulk Emails

▲ Setting Up Emails Marketing Account.▲ Platforms to Choose for Marketing.▲ Setting Up Lists and WebForm.▲ What is AutoResponder?

▲ Setting Up Autoresponders.

Process of Email Marketing

11 Online Display MarketingDisplay advertising (banner advertising) is a form of advertising that conveys a commercial message visually usingtext, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users withparticular traits to increase the ads’ effect.

Contents:

▲ Overview of Online Advertising.

▲ Types Of Advertising.

▲ Banner Ads.

▲ Pop Up and Pop Under Ads.

▲ In Text Ads

▲ In-Page Ads.

▲ In Video Ads

▲ In Image Ads.

▲ Creating Ads Using Display Advertising Tools.

12Video Marketing

Video marketing can be usedfor everything from buildingcustomer rapport, topromoting your brand, servicesor products.

13 Mobile MarketingMobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on theirsmartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.

Mobile Marketing

Text (SMS) promotions

Mobile Display

Marketing

Mobile optimized

Sites

Mobile AppsMobile

Coupons

Location Based

Promotions

Mobile Payment

Content:

▲ Key mobile marketing concepts

▲ How it works

▲ Strategies

▲ Types of mobile marketing strategies

▲ Various forms of Mobile Marketing Mobile Apps

▲ Mobile optimised

▲ Sms content

▲ Sms Strategy

▲ Mobile Devices

▲ Implementation

▲ Marketing goals

14 Ecommerce Marketing

Ecommerce marketing is the process of driving sales by raising awareness about an online store's brand and product offerings.

This is one of best opportunity to start your business online.

Contents:

▲ What is Ecommerce?

▲ Top Ecommerce Websites Around the World

▲ Ecommerce Scenario in India

▲ How to do SEO of an Ecommerce Website?

▲ Using Affiliate Marketing to Promote Your

Ecommerce Business

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15 Lead GenerationLead generation describes the marketing process of stimulating and capturing interest in a product or service for thepurpose of developing sales.

Contents:

▲ What are Leads?

▲ Why are Leads Important?

▲ What are Landing Pages?

▲ Why is landing page design important?

▲ Understanding thankyou page.

▲ Landing Pages vs Website.

▲ Properties of a Landing Page for Conversions.

▲ What is A/B testing?

▲ How to implement A/B Testing.

▲ Finalize a Page After Testing.

16Conversion Rate

Optimization

Conversion Rate Optimization (CRO) is asystem for increasing the percentage ofvisitors to a website that convert intocustomers, or more generally, take anydesired action on a webpage.

17 Blogging

A blog is a website that consists of entries called posts that appear in reverse chronological order with the most recent entryappearing first, similar in format to a daily journal. Blogs typically include features such as comments and links to increase userinteractivity.

Content:

▲ What is Blogging

▲ How to create Blog

▲ Placing Adsense Ads on your blog.

▲ Blog Creation.

▲ Start Generating business.

18 Google AdSenseGoogle AdSense is a program run by Google that allows publishers in the Google Network of content sites to serve automatic text,image, video, or interactive media advertisements, that are targeted to site content and audience.

These advertisements are administered, sorted, and maintained by Google. They can generate revenue on either a per-click or per-impression basis.

Contents:

▲ What is Adsense?

▲ How to get Approved?

▲ Use Tricks to Get approval.

▲ What to Avoid in Adsense?

▲ Adsense Interface.

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19 Affiliate MarketingAffiliate marketing is one of the most popular ways people make money online. It is a strategy where an individualpartners with a business in order to make a commission by referring readers or visitors to a business’s particularproduct or service.

Content:

▲ What is Affiliate Marketing?

▲ How People make Money with this?

▲ What A-A-A Stands for?

▲ How to Start with Affiliate Marketing?

▲ Getting Approved is the 1st Step.

▲ Affiliate Networks Available.

▲ Top Affiliate Websites.

▲ Traffic Sources.

20 Online Reputation Management

Online Reputation Management (ORM) deals with everything about your company’s brand in the online community. This communityincludes the entire web – search engines, forums, blogs, news sites, social networking sites.

How you look online directly impacts your career. Negative items showing up online can damage your career whereas having a positiveonline reputation leads to career opportunities.

Contents:

▲ What is ORM (Online Reputation Management)

▲ Why Do you Need it?

▲ Some Techniques to work With.

21Freelancing

The Freelance Biddingmodule enables you how toget work from the freelancemarket. Whether you want toget projects online on thebasis of SEO, content writing,PPC, SMM you will get allkind of work.

22 BiddingBidding is a process in which applicants are required to compete with other applicants for a job position that hasbeen posted by an employer or organization.

Contents

▲ Introduction to Freelancing Portals.

▲ Setting up your Account.

▲ How to Complete your Profile.

▲ How to Clear Tests.

▲ What is Bid

▲ Difference Between Free and Paid Accounts.

▲ Understanding Terms and Conditions.

▲ How to setup Portfolio.

▲ Identify Where no to Bid.

▲ Setting up your 1st Proposal.

Interview Preparation

Sessions

23 Learn how to tackle interview

Understanding Interview Dynamics

Getting the Most of your Interview Preparation

How to impress interviewer with your decent answers

Making the Right First, Second or Third Impression

Understanding the Dynamics Around the Table

Handling Difficult Interview Questions

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24Certifications

Placed

Students

33

Name – Saurabh ThakurDesignation – Digital Marketing & Adwords Exe.Company – Ninja Infotech

Name – Nitin SharmaDesignation – Digital Marketing & Adwords Exe. Company – Deftsoft

Name – Vivek ThakurDesignation – PPC Adwords ExecutiveCompany – Pinnacle Pointer co

Name – IshantDesignation – Content WriterCompany – Bridging Technologies

Name – Ritika ChughDesignation – Software EngineerCompany – ONE Business Group

Name – SrishtiDesignation – Content WriterCompany – SDP Labs

Name – GagandeepDesignation – SEO Executive

Name – JushanDesignation – PPC ExecutiveCompany – Web technologies

Name – Sandeep KumarDesignation – Team LeaderCompany – Digiplex Consultants

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Students

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About WebLiquidInfotech

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